Jacki Easlick found early success in the corporate world, and now the Ferris State
University alumna has ventured off on her own to become an acclaimed handbag designer
based in New York City.

After she graduated in 1990 with a bachelor’s degree in Advertising and an associate’s
degree in Visual Communications, Easlick spent six years as senior creative services
designer at Gerber in Fremont, helping to design packaging and advertising for the
baby food maker’s popular Graduates line of products.

From 1996 to 1998, the Saginaw native was senior art director for make-up and fragrances
from Artistry (a division of Amway in Grand Rapids), overseeing and designing communications
for the $1 billion line. And from 1998 to 2002, she was design manager for Steelcase
Wood and Stow & Davis, also in Grand Rapids.

Not bad for someone whose first Visual Communications professor told her she should
really consider some other area of study.

Then in 2002, in the economic fallout from the World Trade Center attack, Steelcase
laid off thousands of workers — Easlick among them. At the time she had personal offices
in Grand Rapids and Manhattan, where she was living, and where she was headed when
she had her epiphany.

“I remember being in the Gerald R. Ford Airport on my way back to New York,” Easlick
said. “There was this Sikh wearing a turban, dressed all in white. He asked me where
I was going and what I was doing. I said I was flying to New York, but I’d just lost
my job. He told me I needed to figure out my direction or that when I got to Manhattan
I would be forever lost.”

That was the beginning of her eponymous line of high-quality handbags.

Back home in New York, Easlick told her husband about her change in plans. The two
had met at a conference when she was with Steelcase and he was giving a talk about
branding as the vice president for product development for Nickelodeon.

“I joke with my husband that if he ever wants to get romantic, he just needs to find
those Nickeodeon branding slides,” Easlick said.

She contacted a recruiter who said he could get her a job but she would have to scale
back her level of employment. She would be a designer, not a manager. In a week, she
was on a new path, designing for an accessories company that worked with many different
licensed brands.

“I worked on the Mary-Kate and Ashley line,” Easlick said. “I

worked on Nike designer backpacks and totes, stuff that was cobranded with the Yankees.
I did all the sports — the Red Wings, the Mets, the Lakers, the Giants, the Jets,
you name it. I also worked on Lucky and Levis, so I got really good experience.”

Easlick took that experience and moved back into the role of managing, although also
still designing products — including for such well-known “tween” brands as Hello Kitty,
Hillary Duff and Hannah Montana. By then it was 2006. With four years of fashion experience
she wanted to work with the kind of industry-leading companies she had in West Michigan.

She took a position with Kenneth Cole, which included being in charge of its Reaction
line, and then with Vera Bradley, where she opened and ran its Manhattan design studio.

Easlick said it was at Vera Bradley that she felt like all her skills and experience
really came together.

“I was managing a budget. I was managing a team of people. I was traveling to China,
Taiwan, Hong Kong and Tokyo. It was a big job.”

It was also grueling. After a trip that started out in Tokyo with an itinerary that
included Oksaka, Hong Kong, Taiwan and China, Easlick returned to Michigan to visit
family and found herself in intensive care with a bleeding ulcer. That ended up being
her last trip for Vera Bradley.

While she was recuperating, she began sketching with pencil and paper, trying to sooth
her mind and her body. Those sketches formed the basis for her handbag collection.
While launching a product line is never easy, Easlick’s corporate years gave her advantages
over someone fresh to the industry.

“When I began healing I took those sketches to a factory in Manhattan and said, ‘Look,
I’m starting my own line. Can you make prototypes for me?’ And they were like, ‘Who
are you?’ As soon as I said I was a former design director for Kenneth Cole and had
managed a multi-million dollar business, they were like, ‘When do you need them by?’”

In addition to her own line, since 2010 she also has been an independent designer
working for such companies as Nine West and Victoria’s Secret. Besides using her full
range of experience to make her company a success, she also is sharing that experience
with others.

“I’ve been a speaker at the Cooper-Hewitt design event for two years in a row,” Easlick
said. “The event is held by (fashion consultant and television personality) Tim Gunn,
who is the main speaker. The audience is young adults looking to get into design.
I always get one student who asks me, ‘What if you can’t sketch very well, or what
if you’re not very good?’ I always tell them I got a D in my first design class at
Ferris State University, but that I learned.”

Despite her success, Easlick said she is still learning what it takes to run her own
business.

“It’s a lot different going in, sitting at a desk and collecting a paycheck from someone
else, versus waking up every day and forcing yourself to keep moving forward,” Easlick
said. “I’ve learned that to think out of the box, you really shouldn’t be sitting
in a box.”

For more information and to check out Easlick’s work, visit jackieaslick.com.